1. PowerPoint for
THE WORLD OF
FASHION
MERCHANDISING
By
Vicki Shaffer-White
Publisher
The Goodheart-Willcox Co., Inc.
Tinley Park, Illinois
2. Part 1: Basic Fashion and
Business Concepts
Chapter 1
The Meaning of Clothing and
Fashion
3. Objectives:
Explain basic reasons people wear clothes
State why people make various clothing
choices
Describe fashion in terms of art and
science, and private and public
awareness
Summarize economic and political
influences on fashion
Define basic fashion terms
5. Physical Need
Protection
Weather; gloves,
coats, boots
Environmental
dangers; sterile
gloves, space suits,
bike helmets
Safety
Occupational hazards;
hard hats, goggles
6. Psychological Needs
Adornment (attractive
decoration)
Beauty; positive feeling,
artistic expression, attention
Culture; desirability of
decoration determined by
standards and traditions of
each society
Identification
Uniforms, dress codes,
emblems, symbols
7. Social Needs Modesty
Standards of decency molded
by culture and society
Status
Rank or position compared to
others; furs, jewelry, designer
labels
Combined Needs
Clothing worn from
combination of physical,
social, and psychological
needs
8. Why People Select Certain Clothes
Values
Attitudes
Conformity
Individuality
Personality traits
Needs versus wants
Economic versus
social
9. Values and Attitudes
Ideas, beliefs, and
material items
important to individuals
Feelings or reactions to
people, things, or ideas
formed from values
Learned
Influenced by
Economics, society, age,
customs, etc.
10. Conformity Vs. Individualism
Obeying or agreeing
with a given standard or
authority
Peer pressure, dress
codes (too much = loss
of individuality)
Self-expression that
makes each person
unique; need to feel
good about who they
are
11. Needs Versus Wants
Need
Required for survival,
protection, modesty,
comfort, or livelihood
Want
Desire for something
that gives satisfaction
Can get along
without it
12. Consumer Buying Choices
May relate to
Fashionable styles
Attractiveness
Impressing others
Acceptance by friends,
colleagues, and peers
May also
Fill an emotional need
Bolster esteem or
confidence
13. Fashion is . . .
Both an art and a science
As art, it thrives on creativity,
innovation, and the use of
principles and elements of
design
As science, through textile
development and technological
advancement
Dependent upon change
Not capable of survival
without change
14. Fashion Viewpoints
Fashion satisfies basic
consumer wants and
needs on a private
level
Fashion also
influenced by the
“public” economy and
makeup of the
population
Private or public?
15. Fashion continues to be . . .
Moving faster and
reaching more
people than ever
before
Dictated by the
consumer, not the
designer
A social statement,
both private and
public
17. Fashion Terminology
Garment
Article of apparel
Accessories
Articles added to
complete or enhance
Style
Distinct features that
create an overall
appearance
Fashion
Current popular style
18. More Fashion Terms
High fashion
Very latest or newest
fashion
Mass fashion
Majority of fashion
sales; all very similar
Design
Unique version of a
style
19. Language of Fashion
Avant-garde
Unconventional, wild, daring;
short life
Fad
Temporary fashion; unusual;
lasts a short period of time
Classic
Style or design that
continues its acceptance
over extended period of time
Fad
Glasses
Classic
Top Hat
20. Other Terms to Know
Ford
Same basic look that
sells in large quantities
and all price levels
Fashion look
Total, well-coordinated
and accessorized outfit
Taste
Prevailing opinion of
what is attractive and
appropriate
22. Do You Know…
For success in the
fashion business, it
is essential to know
and understand
clothing terms and
to distinguish
different styles.
How many styles of
women's pants can
you identify?